5 Steps to the Second Gift
Welcoming new donors and keeping them active is an exercise in tone and timing.
Most donors might not realize they’re getting close to the anniversary of their initial gifts. How do you get their attention without turning them off? How can you rekindle their initial feeling and motivation?
This is your last opportunity to bring in that second gift before donors pass the 12- to 14-month mark. Send a touchpoint nine months to 11 months since the first gift that says, “We’ve missed you!” Note that it’s been a year since you’ve received her generous gift, referencing the specific amount. Emphasize the great work you’ve been doing in the meantime and the need for her continued help. Consider including a premium item like a magnet or decal to rekindle the donor’s bond with your cause.
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